Service NSW. Designing an Omni-channel Service Transformation Strategy. Tim Bostock Director, Service Centres

Transcription

1 Service NSW Designing an Omni-channel Service Transformation Strategy Tim Bostock Director, Service Centres 1

2 Historically, NSW citizens find it hard to make sense of government service delivery structures Service is fragmented, with inconsistent offerings and limited transparency. You ask the same question to three different people and get three different answers You seem to waste a lot of time either sitting or waiting to get to the right person to be told you re speaking to the wrong person you feel under-valued Its so hard to find what you are looking for and the wait times are terrible Nobody knows anything, its always that they pass the buck Its so hard to navigate through all the information and the multitude of people you need to deal with 2

3 Change presents opportunity NSW Government Service Delivery pre Service NSW The vision: transform the way customers interact with government 400+ government operated shop fronts 102+ government call centres 8,000+ information lines and government contact centre phone numbers 900+ individual government websites including 52+ transactional websites 3

4 Service NSW has been delivering on its vision Service Centre Delivered Multi-channel capability and integration Contact Centre Digital Customer Satisfaction 97% Service Centre Served 68 Million Customers served across various channels Wait Times Call Centre 9 2 Transitioned 972+ Providing citizens with a one stop service for over 40 different Agencies Opened Website One stop shop service centres, with more to come Single one number phone service Single access for Govt transactions MyServiceNSW 1 Payments Platform WoG citizen portal capability WoG payment capability 4

5 Service NSW DNA Fresh customer feedback 5

6 Exit Service centres have been designed around customer needs multi-channel, easy access, quick turnaround and making it simpler CFM standalone capability DSR s Self service Service centres with extended opening hours Entrance E-concierge Concierge Open telephony Private telephony (restricted to SNSW phone number) Exit Kiosk for customer feedback Service Counters Express Counters DRIVE S/GLS DRIVE S/GLS DRIVE S/GLS 6 13

7 From this to this 7

8 One 24/7 phone number Virtual contact centre Cloud technology Answered by a real-person with callback option Knowledge available on the spot to all CSRs Promotion of the digital offering Software as a service - no big upfront investment in technology Immediate feedback for process improvement 8

9 Spearheading the NSW Government s digital future accelerating migration of customer transactions to online 70% of all transactions processed online in 5 years One Stop Shop Digital Experience Adoption via Advocacy Digital First Intuitive Design & Choice Achieved The endgame is that digital is infused throughout the whole organisation its in the DNA its what everyone does. 9

10 A bifocal strategy: Achieving the near term imperatives quickly while setting in place the longer term conditions for success The Challenge Less than 40% of transactions digitally enabled Limited mobility / poor user experience Lead time to digitize Targeted 8%+ incremental growth Driving Adoption Find opportunity within current limited functionality Progressively direct behavioral change Accelerate awareness and interaction in store Recruit Specialist Digital CSR s Cultural shift to Digital FIRST Clicks & Mortar Approach Building Capability Influence policy reform Simplify and enhance customer experience Expand mobility options Digitise new transactions 10

11 Driving Adoption - Our Strategy People led - empowering the front-line The Baseline: Less than 3% of Service Centre transaction volumes being directed to self serve Strategic direction shared with the frontline, ideas sought Champions emerge Social media campaigns initiated by champions Personal Best culture emerges Digital adoptions numbers reported daily by site Why Q customer campaign Team success continually shared and applauded on social media Create a Digital Movement 11

12 Driving Adoption - Our Strategy Rapid prototyping of emerging ideas Digital Champions support new sites to ensure digital is a focus from day one Emergence of a Digital Customer Service Representative role Digital Academy Evolution of the Service Centre Design. Self Service area now focal point. Emergence of the manned, pop-up Digital Stores Sensitive NSW Government 12

13 Expansion of digital services - Extending MyServiceNSW capability Single interface to deal with government transactional services Tell Us Once - customers are able to securely store information in their digital profile, removing the need to re-enter their details for different government services 13

14 Expansion of digital services - Digital Licensing Program The Digital Licensing Program offers new ways for customers and government to interact, involving a range of licences and covering the end-to-end customer journey. 14

15 Expansion of digital services - Making it easy to start a business Current Experience ~40% of the fields are duplicated 15

16 Expansion of digital services - Making it easy to start a business Current Experience ~40% of the fields are duplicated 16

17 SECRET SAUCE: SERVICE NSW DNA - People 18 17

18 Service NSW DNA People at the heart of our business Our team are engaged, passionate and highly developed to be the best in the business. Visual management Performance edge, Personal Best Culture Yammer - sharing best practice, successes and learnings Shifting behaviours, motivating and inspiring - Scorecards Continuous Improvement (CoS) Leadership Development Culture Camps ELT Visibility Stop Press People Matter Survey 2016: SNSW NSW PS Response Rate 97% 36% Engagement 76% 65% 19

19 Where to from here We will continue to build on the momentum with a number of key projects delivered over the coming years. 19

20 Our Strategic Roadmap has three primary areas of focus which deliver on NSW Premier and State Priorities Premier & State priorities for 2020 SNSW Strategic Priorities IMPROVING GOVERNMENT SERVICES 2. BETTER GOVERNMENT DIGITAL SERVICES 3. MAKING IT EASIER TO START A BUSINESS Stop Press 1. Expanding the "one-stop" customer service imperative 2. Expanding digital capability to enable a seamless digital link between Customer and Government 3. Making it easy to do business 4. Transition to a Fee for Service model - July

21 Expanding the "one-stop" customer service imperative - growing our business sustainably to be a commercially robust business Service Centres Contact Centres Digital Service.nsw.gov.au MyServiceNSW Payments Platform 21